Show i Since its recognition by the American Dental Association many dealers have had trouble keeping Crest in full supply Because the benefits of Crest are so important we hope you will take another size in case the one you want is out of stock o Up y±s it s e' t V if ' V $ 1 3 - t A tt " i J By AETHUE Observer-Chicas- SNIDER Hews World Service o CHICAGO — In an unpre- cedented action the American Dental Association has recognized a tooth paste as hav bene- - venting The ADA h e adquarters officially percussions in a dentrifice market where sales exceed $300 million a year The endorsement is a personal victory for a biochemist Joseph C Muhler 33-year-o- The action is significant not only beer use the ADA has for decades refused to recognize any toothpaste but has also implied that the public was wasting money buying it ADA s educational materials have stressed that the tooth brush is a big preventive weap- on and that baking soda or salt water are as effective as any tooth paste or powder toothpaste after another came along with lavish claims for the long sought ingredient to curb tooth de- cay the ADA promptly cautioned the public against extravagant advertising As one Toothpastes containing chlorophyll ammonia penicillin detergents germ-killer- s sugar- - blocking enzymes and others failed to win the much-sough- t ADA approval The official nod given to Crest is expected to have n St trtitm mm m i ! if? :V o y f- - Although the consemiire ADA continued to decline acceptance ©f his assertion's Muhler persisted in his re- search when a less deter-- " rained" investigator might have become discouraged by Indiana v U n i versity dental scienSNIDER tist and mar keted commercially by Procter & Gamble Co under the name ©f Crest mm more dental student at Indiana University cepted a fluoride dentifrice an ld who began working with stannous flouride as a substitute for sodium flouride when a sopho- ac- discovered 4 $ ( 3 I 7 J 4-- Stannous Fluoride Used In Product gredient in the toothpaste — stannous fluoride a compound of tin and fluorine diiv By RAY BItUNER )Back of the council's deciDlftde Scltne Edltir WM of clinical sion are 10 The American Dental As- - studies Thereyears were seven test sociation made history today groups each matched by "condoi I It officially recognized a tooth trols" paste as an effective decay One group used the dentifrice t: preventive agent "under normal conditions in This had never been done their- home" They experienced e 4 - Muhler has assigned his patent to the Indiana University Research Foundation Procter h Gamble headed by Neil McElroy former secre tary of Defense has paid al 1 - hiMSlA mtT wW VT side of the Iowa river the fnnnrr" Under fl u been t: stantia1 sm1 r- ' in h4 He all puts special I $i fesscr laborat 4 work c Muhl advanc lie ahe n Tho American Dental association today officially recognized Crest toothpaste as "an effective decay - preventive agent" Crest is the first dentifrice ever to receive such recognition the crcociation caid in Chicago In a statement published in tho August 1 tauo OfJJV nrJ 62 tho Amer" by evidence - S Ik 'W4f considered ' W rHiif inn in 4ha of tooth decay ion In Decay bers of the second their teeth once a day supervision with a 34 fee nt reduction In a third with supervised brush- fence Muhler !' ticipafi versity AAnf tMn I HI ade- quate to demonstrate substantial effectiveness ire e times daily I 57 per cent rA ther ibi The tM now ADA recognizes of obtaining three methods benefits from fluorides: Fluoridation of com munity water supplies Systematic application of fluoride solutions by the dentist to the surface of children's teeth Stannous fluoride dentifrice Fluoridation the ADA couth cil stated is by far the most desirable method of preventing decay from the standpoint of cost effectiveness and convenience studies by the PrPuiary co ?gest that a combina- viree methods may jsr vr 0 than nnp wr-tViw- hi fluorine trace element' ?r adequate con- reem 9m DOQies vine are more me cay than teeth an adequate ' "The stannous fluoride dentifrice is an aid to cprrv " dental decay ii-all Nor mm-- " " Observ&!: ice hg! l nous once tivl however frjorine 4 USI - tist ir Iveness as ward 0 itdrei fa cniihs: dental decay4 ucnt to public ffia Three elements were involved in the councU's decision: the pi1 a - -" - r 1— t- - n r - '"Mrs R if H m Rules for dental health still apply And that of course means the complete dental program your dentist has always recommended for dental health: 1 You still should brush regularly After each meal is best 2 You still should brush right Away from the gums And make sure you brush every tooth— especially the back ones 3 You still should watch those treats between meals Between-metreats can be overdone Be sure to follow your dentist's advice 4 You still should see your dentist twice a year Give him a chance to spot trouble early and stop it before it gets headway al The more you read the clippings above the more you realize that now you can do something about tooth decay with a toothpaste won recognition from the American "Dentifrice found to prevent decay Dental Association never done before" These are some of the words the nation's press used this monthto tell the news of the American Dental Association's recognition of Crest as effective against cavities Effective against cavities but not a cure-a- ll But effective as this stannous fluoride toothpaste has proved to be there's a lot more to good dental health than just squeezing Crest on your toothbrush The real key is not the use of Crest alone But the use of Crest as part of a dental program Don t expect miracles — do expect fewer cavities As the American Dental Association says "Crest has been shown to be effective" (when you use it right and use it regularly) So team it up with the right kind of dental program and start reducing your family's cavities now Why is Crest different from other toothpastes? The answer is simple The thing that makes Crest different is Fluoristan— an exclusive stannous fluoride formula dentists themselves use to prevent cavities Stannous fluoride you know is a decay-fightWith Crest you put the same fluoride on your teeth at home too every time you brush The effectiveness of this fluoride in Crest has been proved by years of tests Tests in which Crest had to prove its superiority over regular toothpaste And did in test after test er The American Dental Association spelled this out in their official statement: y "Crest has been shown to be an effective dentifrice that can be of significant value when used in a conscientiously applied program of oral hygiene anti-deca- and regular professional care" flu- - s in effec- am of pre ran is defi- - row to - |